Boxoffice (Jan-Mar 1945)

' '«*< see NATIONAL Division of National • Simplex • Bludworth, i n<. for essential JANITORIAL SUPPLIES U. L. approved... eliminates fire hazard. Micro-Switch safety cut-off — when door opens, motor stops! Motor does not transmit torque to operating parts. Reeldrive Dog ...prevents broken keys. Available on Proper Priority Ratings through Theatre Supply Dealers. "Tilt-bock” Cose . . . Reels Can’t Fly Off Low Maintenance Cost / Positive Friction . . . Will Not Clinch Film GoldE Manufacturing Co. i 1220 West Madison St., Dept. A., Chicago 7 FEN SIN SEATING COMPANY ~ Seating Specialist*, 62 EAST 13th STREET CHICAGO 5 adler:tuTtd DIMENSION" S I L HO UETTE LETTERS and Exclusive "REMOVA-PANEL" GLASS-in-FRAME Units ADLER SILHOUETTE LETTER CO 2909 Indiana Ave., Chicago 1451 B’way,N.Y.C. rJOIIYTIMi\ AMERICAN POP CORN CO. SIOUX CITY, IOWA AMERICA'S FINEST POP CORIM ^SEASONING; Insistence on House Appeal produces a consistent patronage (Continued from preceding page) better practices which are common to all good showmen, can be outlined in the accompanying set of “rules” which Mitchell instills into his staff at meetings and in personal contacts. Cures Rowdyism Mitchell caters to a high-class patronage and strongly discourages hoodlums. If patrons make an undue noise they are given a refund and ejected with a second chance, and kept out of the theatre for some months to come. A trailer is run regularly telling patrons that quiet is necessary to enjoy the show fully and asking them to notify the manager if they are unduly disturbed by others’ comments or noise. Carrying out this idea is a sign neatly posted in the foyer, reading: “Warning: Wandering around theatre, unnecessary running up and down aisles, loud talking, visiting with friends, or any other manner of disturbance will not be tolerated. Gentlemen must not wear hats. Persons not complying with these rules will not be permitted to remain in the theatre.” Such are his operating polices. What about Mitchell himself? He is 38 years old, and has been in show business 24 years, starting as an usher at the age of 14. He studied electrical engieering in college, but has always worked around a theatre. By good fortune, his entire show experience has been with de luxe type houses, so that he naturally carries his ideas into his own theatre. He went into the Beverly in 1937 as an associate with Bernard L. Kilbride and Dr. Leland G. Hillier, after managing various Detroit theatres. He has managed the Beverly personally since the day it opened and it is the most complete expression of his business personality. He has since added the duties of supervisor of the Alhambra Theatre, acquired by the same ownership. Mitchell has three hobbies: Fishing on the larger lakes, hunting birds and boating on small cruisers. It is typical of him as a showman that he frequently goes afield to visit other theatres to see what the other fellow is doing, because he believes that some other showman will have better ideas than his own which he can adapt to the running of his own business. If you want to value your theatre equipment more highly, just try to replace it. It can’t be done — so this precious stuff should be pampered by the best and most persistent maintenance. Leaks in air conditioning, refrigerating and heating equipment, as in everything else, mean waste. To save, prevent leaks when possible by proper care, and repair leaks promptly. 20 The MODERN THEATRE SECTION